Does the originality of video content or how exclusive it is determine the success of video streaming services? That may not be the case, according to a new survey from PricewaterhouseCoopers. While 27% of respondents said that access to exclusive content was the key reason they subscribed to a streaming service, 37% said they were instead interested in the services because of the wide variety of library content that was available. According to the survey, 33% of respondents that subscribed to free trials of streaming services said they don’t subscribe once the trial ends.
“Exclusive content—including original content—is a key component of creating a successful streaming service, but it’s not enough,” the report said. “In fact, exclusive or original content might draw consumers to free trials or temporary subscriptions, but won’t necessarily garner loyalty.”
The survey results are somewhat surprising given that top subscription streaming video services, from Netflix and Amazon Prime Video to Hulu and YouTube Red, have all been investing heavily in original programming. As new video streaming platforms try to break in with original content of their own, it would be helpful for them to know that their larger competitors have more enhanced original programming and bigger content libraries that satisfy an array of viewers with different tastes. That being said, PwC’s recommendation to streaming providers coming into this space is to focus on the core brand, bolstering that while also beefing up on the programming front. Once the viewers are familiar with the brand, the interest in original content will then follow. With the viewers being split for choice the increasing streaming options, a string brand could be the factor that determines whether a subscribers sticks with the streaming service and leaves for its competitor.